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Brand Week reports that Procter & Gamble has unveiled two new sustainability initiatives – a “Future Friendly” program that “is designed to inspire and educate consumers about making sustainable choices that can have a positive impact on the environment,” and a program that will place items meeting certain sustainability criteria in 30 million homes by the end of next year.

In addition, Brand Week writes, “P&G also pledged to provide 4 billion liters of clean drinking water by 2012 through the "Children's Safe Drinking Water" program. This will save nearly 20,000 lives and prevent an estimated 160 million days of diarrheal illness.”
KC's View:
These are the kinds of narratives that more and more manufacturers have to embrace…in part because they resonate with an increasingly environment-minded public, in part because retailers like Walmart are demanding it of their suppliers.